Note: This article has been heavily edited to reflect fair criticism in the comments. 

There’s been a lot of angst circling this site the last view days regarding the almighty YT views.

Ultimately, my criticism is subjective and applies only to me. I welcome yours. Let’s get on with it...

1) The problem with YT. Let’s look at YT for what it is; it’s social media. Its global SNS status makes information coming from it nearly meaningless. YT perpetually gives fandoms misleading and incomplete information concerning ads, streams, playlists, tags, subscription value, likes, comments AND how each of those variables plays out differently in certain countries. And yet, at the end of the day, no matter how much you felt like you did everything correctly, it all amounts to the algorithm. Make no mistake, it all comes down to a pre-programmed A.I. which deletes, adds, and recommends. This is why YT isn’t transparent; they, better than anyone, know this: The platform isn’t equal across regions and countries. No social media platform is. Giving full transparency would undermine any lingering validity they have. Using YT is like using public transportation. It’s great for the day to day monotony but if you use if for the stuff that really counts - like getting to a job interview or getting your wife to the birthing center quickly - you’re gonna have a bad time and be disappointed with results.

2) Why we perceive it matters. Entertainment media is lazy. The media knows that our fandoms will click on those articles and accuracy is not their concern. Yet, we seem to have bought this lie: Kpop can’t have huge fandoms simply for the sake of the groups and music. Nope, it’s for the sake of the social media popularity scam - our over focus on YT views perpetuates this lie by signalling to others, that, yes, that’s what we care about. So, does it really matter? Well, yeah, social media does “matter” but not as much as you think. It matters the way the menu and the local Tex-Mex dive restaurant matters. Whether it’s a chimichanga, taco or tostada, you’re gonna pour a shot of tequila on top of it and it’s gonna wind up in the same place next morning.

3) Why you should be patient and understanding. Two overdrawn bashing points were laid down to say this: YT does have it’s uses. It has great value as a means, during comebacks, to show support to artists and unity in the fandom.  Does streaming represent critical success? No. Is streaming really that difficult?? Nope. Are streaming numbers artificial? Of course!  But for some, free YT is really their only way to access music and express their solidarity. It’s understanding that teenagers (and yes, it’s largely that group) get upset when they feel slighted and say things they ought not say. Meet it with kindness and engage in conversation. 

4) Why it’s important to keep the perspective.  When we engage in this nonsense, we will set in motion the vitriol that could kill the K-wave. Who is and who isn’t the most toxic fandom? What are you even doing now?? When the fandoms are viewed as a piddling mess of high schoolers vying for Prom Queen votes, we’ve already lost, all of us. There are a ton of bandwagoners circling around; many of us will still be here long after that bandwagon has moved on. So, keep your perspective:

• YT is not transparent, it’s not equal across markets, it’s social media.
• We only think it matters because the media has engineered us to think it matters based on wrong information of what fandoms are.
• It isn’t remotely important to long term goals and fandom goals shouldn’t overshadow actual achievement by the groups.  It's just one small indicator of potential success.
• But, do recognize these things are how fandoms create community through goals and express care for their artist. This is the only instance in which YT views really matter but should be framed in understanding what YT actually is, as well as what it’s capable and not capable of.